Real exampleA real German company’s website, checked with the free quick check on 24 Oct 2026. Name and address removed.
Poor overall: 22 things to improve, with Conversion scoring lowest. Start with one action, one name. Quick audit: only the code-measured checks ran, so design and copy judgement is still missing. 4 checks need a person to confirm.
When one destination has several names, or one name leads to different places, visitors stop trusting the navigation and second-guess every click.
FixGive every destination one label and use it everywhere: menu, buttons, footer and page title. Rename or remove the duplicates the audit found.
Low-contrast text is hard to read for people with low vision, older visitors and anyone on a phone in sunlight. It’s also the most common accessibility failure.
FixDarken text until it reaches at least 4.5:1 against its background (3:1 for large text and for icons, borders and focus rings).
Screen readers announce controls by their name. A button without one is announced as just “button”.
FixGive icon-only buttons and links an aria-label, connect form fields to their <label>, and make sure the accessible name contains the visible text.
Accessibility is where visitors struggle most. I'd start with "text and controls are readable".
38 elements fall below WCAG contrast minimums. Low-contrast text is hard to read for people with low vision, older visitors and anyone on a phone in sunlight. It’s also the most common accessibility failure.
FixDarken text until it reaches at least 4.5:1 against its background (3:1 for large text and for icons, borders and focus rings).
WCAG 2.2 SC 1.4.3, 1.4.11
7 controls without a usable accessible name or valid ARIA (link-name). Screen readers announce controls by their name. A button without one is announced as just “button”.
FixGive icon-only buttons and links an aria-label, connect form fields to their <label>, and make sure the accessible name contains the visible text.
WCAG 2.2 SC 4.1.2, 2.5.3
Content moves on its own (1 element) with no pause or stop control. Moving content can make some people dizzy or unable to focus, and flashing can trigger seizures.
FixAdd a pause button to anything that moves for more than five seconds, avoid flashing, and turn off non-essential animation under prefers-reduced-motion.
WCAG 2.2 SC 2.2.2, 2.3.1
34 focus stop(s) without a visible indicator, 0 hidden behind other elements, out of 47. Keyboard users need to see where they are. Without a visible focus outline they are navigating blind.
FixNever remove the focus outline without a replacement. Add a clear :focus-visible style (for example a 2 px outline with 3:1 contrast) to every interactive element.
WCAG 2.2 SC 2.4.7, 2.4.11
No h1 on the page; screen-reader users can't jump to the content. Screen reader users jump by headings and landmarks. A page without real structure is one long stream.
FixUse one <h1>, nest headings in order (h2 under h1, h3 under h2), and wrap the page in <header>, <nav>, <main> and <footer>.
WCAG 2.2 SC 1.3.1, 1.3.2
no skip link and no main landmark to bypass the header. People who can’t use a mouse rely on the keyboard. Anything they can’t reach is something they can’t use.
FixUse real <button> and <a href> elements for anything clickable, don’t remove them from the tab order, and add a “Skip to content” link.
WCAG 2.2 SC 2.1.1, 2.1.2
Navigation order differs on 15 of 15 pages. When navigation moves around between pages, people relying on memory or assistive tech lose their way.
FixKeep navigation in the same place and order on every page, and don’t change context automatically when a field gets focus or input.
WCAG 2.2 SC 3.2.1, 3.2.2
SEO is where visitors struggle most. I'd start with "core web vitals in the green".
Lab data: LCP 17909 ms, CLS 0.00, Total Blocking Time 0 ms. Slow, jumpy pages rank lower and lose visitors before they load.
FixShrink and preload the largest above-the-fold image, defer non-critical JavaScript, and reserve space for images and embeds to stop layout shift.
web.dev: Core Web Vitals thresholds (LCP 2.5 s, INP 200 ms, CLS 0.1)
13 page(s) without a meta description; 2 description(s) outside 70–170 characters; 1 title(s) outside 15–65 characters. The title and description are your ad in search results. Missing or duplicate ones get fewer clicks.
FixWrite a unique title per page (main topic first, brand last, under about 60 characters) and a 120–160 character description that makes people want to click.
Google Search Central: Influencing title links in search results
No structured data found; search engines have to guess what the business is. Structured data tells search engines what your business is and can earn richer search results.
FixAdd JSON-LD for your business type (Organization, LocalBusiness, Product or Article) with name, logo, contact details and links, and validate it in Google’s Rich Results Test.
Google Search Central: Structured data general guidelines
Missing og:title, og:description, og:image; shared links will look bare. Links shared without a preview image and description get far fewer clicks.
FixAdd og:title, og:description and a 1200 × 630 px og:image to every key page, and check them with a link preview tool.
Google Search Central: SEO Starter Guide
Image delivery can improve: Improve image delivery (Est savings of 1,706 KiB); Image elements do not have explicit `width` and `height`. Heavy images slow every page, especially on mobile data.
FixServe images as WebP or AVIF at the size they are shown, set width and height, and add loading="lazy" to images below the fold.
Google Search Central: SEO Starter Guide
Copy needs some love. I'd start with "c5 · plain, readable language".
Harder to read than needed: Amstad 20 (aim ≥ 60); sentences average 21 words. Long sentences and difficult words lose readers, including experts reading on a phone.
FixAim for sentences under 20 words, prefer everyday words, write in the active voice, and explain any jargon the first time it appears.
plainlanguage.gov: Federal Plain Language Guidelines
1 vague button/link label(s). Labels like “Learn more” or “Click here” don’t say what happens, so people hesitate or skip them.
FixWrite every button and link as a verb plus what the visitor gets: “Book a call”, “See pricing”, “Download the guide”.
WCAG 2.2 SC 2.4.4
UI needs some love. I'd start with "size-aware tracking and leading".
3 of 3 large headings use loose tracking or leading. Large headings with loose letter spacing and tall line height look unfinished and break apart as words.
FixFor text 32 px and up, use letter-spacing of 0 or slightly negative (around -0.01 to -0.02em) and line height of 1.0–1.2.
Apple: Designing Fluid Interfaces (WWDC 2018)
4 transition(s) over 500 ms, 0 movement(s) with linear easing. Slow or linear animations make an interface feel sluggish; the right timing makes it feel responsive.
FixUse 100–200 ms for small interactions and 200–400 ms for panels, ease-out for things entering, and nothing over 500 ms on a click path.
Emil Kowalski: Design engineering & animation decision framework
58% of spacing values sit on a 5 px grid; text aligns to 6 left edges. Random spacing makes a layout feel slightly off even when visitors can’t say why.
FixChoose a spacing base (4 or 8 px), define a short set of steps (8, 16, 24, 32, 48, 64), and replace one-off values with the nearest step.
Adam Wathan & Steve Schoger: Refactoring UI — hierarchy, spacing systems, limited palettes
Conversion is where visitors struggle most. I'd start with "fast on a phone".
Landing page: LCP 17.9 s, 5.9 MB on mobile. Later funnel steps are measured by the funnel walk. On phones, every extra second of loading costs conversions.
FixGet mobile LCP under 2.5 s and pages under 2 MB: compress images, cut unused scripts and fonts, and lazy-load what’s below the fold.
web.dev: Core Web Vitals thresholds (LCP 2.5 s, INP 200 ms, CLS 0.1)
No analytics found, so conversions cannot be measured or improved. Without measurement you can’t tell which changes help, so improvements become guesswork.
FixInstall privacy-friendly analytics and track your key actions (button clicks, form submissions, bookings) as conversion events.
Corey Haines (marketingskills): cro, signup, popups and offers skills
UX is where visitors struggle most. I'd start with "one action, one name".
15 page(s) reached under different names; 6 label(s) leading to different pages. When one destination has several names, or one name leads to different places, visitors stop trusting the navigation and second-guess every click.
FixGive every destination one label and use it everywhere: menu, buttons, footer and page title. Rename or remove the duplicates the audit found.
Jakob Nielsen, NN/g: 10 Usability Heuristics for User Interface Design
1 element(s) change on their own; whether visitors can pause them, and how overlays close, needs the judge stage. Content that moves on its own, or overlays that are hard to close, take control away from visitors. They read more slowly than carousels advance.
FixLet visitors pause or stop anything that changes by itself, make overlays closable with a close button, Escape and a click outside, and keep the Back button working.
Jakob Nielsen, NN/g: 10 Usability Heuristics for User Interface Design
First action 0.3 screens down; 2 key button(s) under 44px tall. Most visits are on phones. Small tap targets and actions pushed far down make the mobile site feel second-class.
FixMake primary buttons at least 44 px tall, bring the main action into the first screen on mobile, and check that nothing overflows sideways.
NN/g: Mobile UX guidelines (touch targets, content priority)
Small fixes with a big pay-off. Tick them off as you go.